Hugo Ramirez was chosen to create the beautiful advertising campaign for the FNAC « J’ai fais la FNAC.» (I learnt in life school) In three parts for three artists each representing an area of popular culture: music, photography and comics. The French rapper Nekfeu, the photographer Stéphane Lavoué and the cartoonist Christophe Blain were chosen to play the films. For each of them, Hugo will make a film with a radically different graphic treatment. For Nekfeu, Hugo has completely designed the visual part and made a resolutely singular film with a more experimental technical approach. He developed a rich neon world for the film that celebrates french rapper Nekfeu’s discovery of literature, music and art. This film is built on a principle of mixtures of techniques. Hugo shot live action footages in a FNAC store with an actor, used recovered shots, 3D animation and traditional animation performed at the studio to create a hybrid sequence whose cement would be each related technique in a fluid film, abounding and at a frantic pace. In parallel, a voice-over model has been recorded to set the pace of the story on the images. When this digital sequence was over, Hugo and his team repainted the rough image-by-image animation with watercolor on grain paper to give this unique vibrant rendering to the film. The final result is a striking spectacle of colour that marries a distinctive street style with literature from war & peace to white fang. The colors are the original hues of the painting. Then the real artist Nekfeu voice was recorded in a studio session.